Title	LONZA PHARMA & BIOTECH
Brand	LONZA
Product/Service	LONZA PHARMA & BIOTECH
Category	A01. Creation of a new Brand Identity
Entrant	COLEY PORTER BELL London, UNITED KINGDOM
Idea Creation	COLEY PORTER BELL London, UNITED KINGDOM

Name	Company	Position
James Ramsden	Coley Porter Bell	Executive Creative Director
Dean Field	Coley Porter Bell	Creative Director
Jonny May	Freelance	Freelancer
Andrew Bruck	Freelancer	Freelancer
Helen Westropp	Coley Porter Bell	Managing Partner Corporate Branding
Ally Tyger	Coley Porter Bell	Account Director

Background

Lonza is a large Swiss multinational with interests in chemicals and biotechnology. Founded in 1897, today they have manufacturing and R&D facilities all over the world. Their eventual goal is to become the world’s leading provider of solutions across the spectrum of the pharma and biotech industry. The industry is highly complex and extremely competitive, with drug companies racing to bring the next medicine to market. Lonza face increasing competition from other contract manufacturing organisations, especially companies in the Far East. They have strong credentials but were being perceived as overly traditional – not a good thing in an industry where innovation is vital and you must always move forward. They wanted to create a modern, distinct brand for their pharma and biotech division.

Describe the creative idea

We began by conducting research and workshops to define the brand’s purpose, vision and values. We then used Visual PlanningTM, our proprietary approach, to help build the new brand identity on two core ideas that came out of the process: next and together. Next is about shaping the future with innovation, and giving patients the hope of tomorrow. Together underlines how strong relationships are vital to success in the pharma and biotech industry. In fact, partnership is at the core of Lonza’s business model. They are a contract manufacturing organisation so they never work alone, but always work in teams with customers

Describe the execution

The visual identity is bold, simple and streamlined. This enables the brand to stand out in an industry where there is a great deal of complexity. We moved perceptions of Lonza from a very clinical and traditional organisation (founded a century ago), to a modern, forward-looking company with a human face. We developed a tone of voice to reflect the new personality of the brand, including guidelines for communicating in clear and simple language, so they sounded like a solutions company and stood out in an industry where needlessly complex language is the norm. We brought the new brand to life across multiple touch points so as to create a complete ‘brand world’ that would not only engage customers, but also energise staff. We made a point of taking the high ground, positioning the brand in the big picture – the quest for medicines to make life better for everyone.

List the results

With over 14,000 employees in 30 different countries worldwide, across Asia, Europe and the U.S.A, Lonza Pharma & Biotech now have a powerful brand driving them forwards. They can reach out to customers with confidence and see the road ahead clearly. The new brand projects their vision and values and engages customers. Staff have been keen to adopt the new brand. They feel unified and energised in a common purpose, and the company is now much better placed to attract top talent in the industry. They feel closer to their goal now of being the world’s leading provider of solutions right across the spectrum of the pharma and biotech industry.